The Kiama lighthouse that overlooks the blowhole, which is the focus of a new cheeky Wollongong campaign. Photo: Kellie O’Brien.
A playful coastal rivalry has erupted as Wollongong launches a cheeky campaign dubbed Operation: Plug the Blowhole to topple Kiama’s reign as NSW’s top tourism town.
Voting for the NSW Top Tourism Town Awards opened on 1 April, with Kiama setting its sights on a rare tourism trifecta after back-to-back wins in 2024 and 2025 – a result that would see it inducted into the Hall of Fame.
Shellharbour, which competes in the same category for towns with a population of 5000 or more, received silver last year, while Kiama went on to win bronze at the national level.
Now Wollongong wants a piece of the action, with its Operation: Plug the Blowhole initiative acknowledging Kiama’s recent dominance, while encouraging people to rally behind Wollongong in this year’s public vote.
Destination Wollongong general manager Jeremy Wilshire said the campaign aimed to inject some personality into a friendly rivalry, while reminding people of the depth and diversity of what Wollongong had to offer.
“Kiama has set the benchmark, no question, and they’ve done an incredible job to earn that recognition,” Mr Wilshire said.
“But every now and then, you’ve got to have a crack at the title.
“We’ve had a bit of fun with this campaign, but the message behind it is serious: Wollongong is one of the best tourism destinations in the state.”
Leaning further into the rivalry, Mr Wilshire didn’t shy away from a playful comparison between the two destinations’ most iconic drawcards.
“That spluttering blowhole is a bit like the English cricket team… mightily impressive when it goes off once in a while, but sporadic, unreliable and often underwhelming,” he said.
“Give me the Sea Cliff Bridge any day, with its imposing scale, sexy curves and undeniable grandeur.”
While the campaign playfully references Kiama’s iconic blowhole, Mr Wilshire was quick to clarify there are no actual engineering works planned.
Seacliff Bridge is one of the selling points for Wollongong as it vies for the title in the NSW Top Tourism Town. Photo: Supplied.
“We’re not actually plugging anything,” he said.
“What we are doing is encouraging people to take a fresh look at Wollongong, from our beaches and coastal drives to our escarpment, dining scene and vibrant local experiences.”
Mr Wilshire said the campaign was ultimately about community pride.
“If you’ve ever loved Wollongong, whether it’s an early morning swim, a drive across Sea Cliff Bridge or a long lunch by the water, this is your moment to back it,” he said.
The campaign follows the success of its cheeky marketing video “Why Would You Bother?”, which has amassed more than two million views.
For Kiama, a third straight win would secure a place in the Hall of Fame, recognising three years of gold-standard performance and earning it a couple of years off to give another town a chance.
Kiama Council’s Tourism and Economic Advisory Committee chair Councillor Matt Brown said the town’s awards success was powered by its people.
“Kiama doesn’t win because we try to be flashy, we win because we’re authentic, we’re proud and we care,” Cr Brown said.
“Our locals care, our businesses care and visitors feel that the moment they arrive.”
Kiama Deputy Mayor Melissa Matters urged residents and visitors to the area to help the hat-trick bid.
“Public voting gives the community a chance to back what makes Kiama special and help us chase a pretty epic Top Tourism Town trifecta,” Cr Matters said.
Voting for the NSW Top Tourism Town Awards runs until 3 May, with public votes forming a key part of the judging process.
The awards recognise destinations that deliver outstanding visitor experiences, strong community engagement and a thriving tourism economy.
Vote for your favourite in the Top Tourism Town’s Population Over 5000 category, which includes Shellharbour, Kiama and Wollongong. Winners will be announced at the Local Government NSW Destination and Visitor Economy Conference on 27 May in Maitland.
